Social Media Marketing Awards: Corning Inc.

Video: “A Day Made of Glass”
Agency: Doremus San Francisco
Why we liked it: Who says b-to-b video has to be boring? In late 2010, Corning commissioned Doremus San Francisco to create a video that its top executives could use as a conversation-starter with product design and R&D organizations. “A Day Made of Glass” depicts a future in which video calls, animated signs and interactive images flow across our consciousness in an immersive, seamless experience enabled by transparent panes. The video premiered at Corning's annual Investor Day in New York, Feb. 4, 2011, whereupon it hit the Internet and became a viral sensation. By late April it had logged 12 million views on YouTube, BtoB reported. It's now approaching 18 million views with a remarkable 97% favorability rating. Now widely considered to be one of the top 20 viral videos of all time, the five-minute sensation boosted Corning's brand awareness and helped the company open doors to potential new customers and partners.